In the first quarter of 2025, Latin America’s crypto media ecosystem had one of its roughest stretches in recent memory. New research from Outset PR, an agency known for its data-driven, boutique approach to PR in Web3, shows that 73% of active crypto news outlets in the region saw traffic decline in Q1 2025. Just six crypto-native publications accounted for 69% of total traffic across the crypto-only segment.
The report — based on SimilarWeb data from 55 tracked LATAM media sites — paints a stark picture of media contraction. Once-reliable names lost ground, some disappearing from the radar altogether.
Surprisingly, Bitcoin’s January rally and early-year bullish momentum didn’t translate into sustained audience growth. Instead, a mix of macro headwinds, market corrections, and Google’s March algorithm update created a perfect storm, hitting crypto-focused sites hardest — especially those lacking strong SEO strategies or diversified content models.
Media Instability Escalates Amid Market Turmoil
In January 2025, Bitcoin briefly surged past $109,000, fueled by institutional inflows and broader optimism around U.S. economic policy. But the rally proved short-lived. By February, a wave of exploit-driven panic, meme coin collapses, and shaky sentiment pulled the market into a sharp correction.
The downturn hit the media landscape just as hard. Advertising budgets contracted, user interest waned, and Google’s March 2025 algorithm update wiped visibility from many LATAM-focused crypto outlets — especially those relying on outdated SEO tactics or thin content.
According to Outset PR’s tracking, 21.8% of the 55 monitored outlets gained traffic in February, while a staggering 78.18% saw declines.
Performance snapshot of LATAM crypto outlets in February 2025, as reported by Outset PR
Google’s March Update Creates a Visible Divide
March brought more instability — both in markets and media. Bitcoin spent most of the month fluctuating between $83,000 and $94,000, with modest rebounds tied to renewed institutional interest and broader macro optimism. Amid price swings, crypto readers turned to the media for clarity. But just as visibility was needed most, Google’s March core algorithm update reshaped how regional publishers ranked in search.
The update hit LATAM outlets unevenly. According to Outset PR, 24 of 55 active crypto-focused sites regained some traffic by the end of March. But most remained below their January baselines.
Outset PR data showing March 2025 traffic trends for LATAM crypto media
A sharp divide emerged: agile players optimized quickly and adapted, while others continued their downward spiral. Notably, CryptoNews Brasil went offline entirely for Brazilian users, likely due to government-imposed access restrictions tied to new regulations targeting offshore betting platforms. The site remains accessible in Europe, but its LATAM visibility has vanished.
Finance News Sites Outrank Crypto-Native Brands in Traffic, But Offer Limited Crypto Depth
According to the report, all the top Latin American media sites with crypto coverage are web portals for finance and general news. They regularly got millions of visits but mentioned crypto mostly during periods when it was on an uptrend — losing interest when the hype died down.
The bulk of these platforms operate in Brazil and Argentina, and they make many content choices based on trends in their countries' politics and economies. Therefore, their reports about crypto can be inconsistent.
Though macro trends may bring exposure for crypto-based content on these general sites, they typically do not provide the ongoing and meaningful connection that crypto-native platforms can.
Six Crypto-Native Outlets Dominate LATAM Visibility
A key insight from Outset PR’s Q1 report is the extreme concentration of visibility in the region. Despite the vast number of sites tracked, just six publications accounted for 69.13% of total crypto-native traffic.
Q1 2025 media tier segmentation for LATAM crypto outlets, sourced from Outset PR
Together, these six outlets drew 4.11 million visits across the quarter. They were the only crypto-native sites to consistently surpass the 400,000 monthly average visits. Their dominance highlights the narrowing field of reliable crypto voices in LATAM, especially as newer or mid-sized players struggle with traffic volatility and indexing issues.
The next tier captured traffic in the 130K–270K range. While still influential, these outlets represent a sharp drop in reach. Most fall short of driving large-scale visibility for crypto projects without additional amplification.
Beneath this, Outset PR categorized the remaining outlets as long-tail players. Fourteen of them attracted fewer than 10,000 monthly visits. Though potentially useful for SEO or niche audiences, these sites now contribute minimal impact in terms of direct reach.
Strategic Takeaways for LATAM Crypto Media
Both the size and influence of Latin America’s crypto media landscape are shrinking — and consolidating. What once felt like a sprawling ecosystem is now concentrated in the hands of a few players.
Outset PR’s report underscores how quickly visibility can shift. In fast-moving markets like LATAM, media influence doesn’t erode gradually — it can collapse in a matter of weeks. And influence today is about how often an outlet gets indexed, how visible it is in algorithm-driven feeds, whether its audience is real, and how quickly it publishes.
The full version of this report — including all names, numbers, patterns, and charts — is available on Outset PR’s official blog.
Disclaimer: This article is provided for informational purposes only. It is not offered or intended to be used as legal, tax, investment, financial, or other advice.
